Amber Camberwell located at 994 Toorak Road is the latest project to involve the in-depth brand expertise of Scharp Property Marketing - an Urban Melbourne Industry Hub member.
Developer Luvarc Property appointed Scharp to create a brand that captured the luxury and sophistication of the development's design and showcase its fine attention to detail.
"We came up with an inspirational, yet clever and memorable name of 'Amber' that sits within the spelling of the suburb name of Camberwell. Amber also conjures up emotions of beauty, warmth, and sophistication having alternate associations with the jewel and alluring orange-yellow colour. Creating a point of difference from other developments in the area was essential and the ideas behind Amber set the tone and message for all marketing collateral, from brochure to website to display suite," said Malcolm Schapel, Creative Director of Scharp.
Set amongst the leafy residential neighbourhood of Camberwell, Amber offers contemporary apartment living on the cusp of a village atmosphere. Appealing to investors and young-at-heart owner/occupiers, the Amber brand is understated, classic and timeless, embodying its beautiful finishes and light filled aspects. Paying homage to the lush environment of its surrounding tree lined streets and parks; Scharp developed an elm leaf motif and set it beside iconic portraits of neighbouring cafes and villages to evoke a sense of sanctuary within our busy city.
Nic Cuni, Director of Residential Projects at CBRE, who managed the project marketing and sales of Amber said, "I was immediately drawn to the project because of the considered design of the larger apartment layouts which are more akin to the local owner/occupier market. With Adele Bates on board it also added extra sophistication to the interior design that is synonymous with Camberwell's understated luxury.
Developing the campaign with Scharp was fluid and streamlined - not only are they the creative agency, they are the 3D artists as well. This not only affords many time efficiencies but also a deeper understanding of the total project which is key to the development's overall success. Amber provides the opportunity for many buyers who are vying for the opportunity to be a part of the illustrious suburb of Camberwell," said Mr Cuni.
Amber Camberwell is a three level building comprising a total of 22 apartments across one and two bed configurations. The project has been designed with flexibility in mind where prospective buyers have the option to combine units to create larger apartments to suit their lifestyle's needs.
To request more information on the project, see the Amber Camberwell website.
Scharp Property Marketing is an Urban Melbourne Industry Hub member.